Randy Chandler
Coon Cheese, now known as Cheer Cheese, was originally named after American Edward William Coon, who patented his cheese-making method, known as ‘Cooning’, in 1926. However, the word coon is also a racial slur against people of colour, especially Indigenous Australians. After years of controversy and campaigns to change the name, the company finally announced its decision to rebrand in 2020 following the Black Lives Matter protests.
| Characteristics | Values |
|---|---|
| Original name | Coon Cheese |
| New name | Cheer Cheese |
| Reason for name change | The word "coon" is a racial slur against people of color. |
| Company that changed the name | Saputo Dairy Australia, owned by Canadian Saputo Inc. |
| Year of name change | 2021 |
| Date of announcement | July 2020 |
| Reason for delay in name change | A six-month process to find a new name |
| Spokesperson | Lino A. Saputo, chair and CEO of Saputo Inc. |
| Previous defense of the name | Named after Edward Coon, who revolutionized the process of making cheese |
| Counterargument | Coon was a racist term for Indigenous Australians and other people of color, especially common between the 1870s and 1939 |
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What You'll Learn
The name was defended by manufacturers for decades
The name "Coon Cheese" was defended by its manufacturers for decades. The cheese was first marketed in 1931 by Kraft Walker Cheese Co. as "Red Coon", which was described as being "very finely matured by a secret method". In 1959, "Coon 'Tasty' Cheese" began appearing in the press, with advertisements describing it as "Kraft natural tasty Coon Cheese, fully matured", with a "robust flavour men really appreciate".
The name was defended by previous manufacturers Kraft Foods and Dairy Farmers despite decades-long campaigns to change it, including through challenges to the Australian Human Rights Commission in 1999 and the Advertising Standards Bureau in 2001 by activist Stephen Hagan. Some of those who objected to the change of name claimed that the term was not used as a derogatory term in Australia, but rather an American racist term.
Hagan challenged the name again in 2008, stating that Dairy Farmers had told him that it was named after Edward Coon, "who revolutionised the speeding process of making cheese". According to Hagan, this story had only first been mentioned by the brand owners in the 1980s. In response to these campaigns, Kraft Foods registered the trademark "COON" in 1951, claiming use since 1910.
In 2015, Warrnambool Cheese and Butter bought the brand, which was then majority-owned by Canadian dairy company Saputo Inc. Despite the growing controversy, the company continued to defend the name, stating that it was named after Edward William Coon, the American cheese processor and founder who patented a unique ripening process used to manufacture the original Coon Cheese. However, in 2020, following the Black Lives Matter protests, Saputo Inc. finally announced that the name would be changed. On January 13, 2021, the chair and CEO of Saputo Inc., Lino A. Saputo, announced the new name as ""Cheer Cheese", stating that "treating people with respect and without discrimination is one of our basic principles".
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The name was changed to Cheer Cheese in 2021
The name "Coon Cheese" has long been attributed to the American cheese processor and founder Edward William Coon, who patented a unique ripening process used to manufacture the original Coon Cheese. However, the word "coon" is also a racist slur against people of colour, especially Indigenous Australians. This racist connotation led to decades-long campaigns to change the name, including challenges to the Australian Human Rights Commission in 1999 and the Advertising Standards Bureau in 2001 by activist Stephen Hagan.
In the public debate raised by the campaign to change it, some objected, claiming the term was not used as a derogatory term in Australia but rather an American racist term. However, Hagan and QNews reporter Destiny Rogers argued that their research showed the term was used in Australia as a derogatory term for Indigenous Australians and other people of colour. Following the 2020 Black Lives Matter protests in Australia, Saputo Inc., the owner of the brand since 2015, announced on 24 July 2020 that the name would be changed.
On 13 January 2021, Lino A. Saputo, the chair and CEO of Saputo Inc., announced the rebranding of the cheese under the name "Cheer Cheese". Lino Saputo stated that the previous name was offensive to some consumers and that treating people with respect and without discrimination is one of our basic principles. The new name, Cheer, was chosen because the cheese fits into every part of your day and brings that extra little bit of happiness. The name change reflects a broader movement of companies rebranding to align with non-racist values.
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The name was attributed to American Edward Coon
The name "Coon Cheese" has been attributed to American Edward Coon, who patented a unique ripening process for manufacturing cheese. The process, known as "Cooning", was patented in 1926 in Philadelphia, and involved wrapping the cheese in "traditional red waxed cloth". This process was then used to make the original Coon Cheese.
The brand was first marketed in 1931 as "Red Coon" by Kraft Walker Cheese Co. This cheese was coated in red wax, which was later replaced with cellophane, and the current logo retains a red stripe as a reference to the original packaging. Production of Red Coon was paused during World War II and resumed in 1948. In 1951, a new Kraft-Walker factory was opened in Northgate, Brisbane, which included a cool store for the Red Coon cheese being made in Queensland.
The name "Coon" was defended by previous manufacturers Kraft Foods and Dairy Farmers, despite campaigns to change it led by activist Stephen Hagan, who claimed the name had purely racist meanings. In 2020, following the Black Lives Matter protests, Saputo Inc., the owner of the brand since 2015, announced that the name would be changed. Lino A. Saputo, the chair and CEO of Saputo Inc., said that while the name was well-known and loved by some consumers, it was important to recognize that it was offensive to others. The new name, "Cheer Cheese", was chosen to convey happiness and joy, and to align with the company's values of acceptance, inclusion, and respect.
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The name was considered offensive and racist
The name "Coon Cheese" was considered offensive and racist because the word "coon" is a racial slur against people of colour, including Indigenous Australians. The term was commonly used in Australia between the 1870s and 1939 before fading during World War II and then re-emerging in the 1970s.
Despite the manufacturers' defence of the name, claiming it was named after Edward Coon, who revolutionised the cheese-making process, activists like Stephen Hagan and Noel Walker disputed this. They argued that the name had racist origins and connotations, with Walker sharing his personal experiences of being on the receiving end of the racial slur associated with the cheese during his childhood.
The social media debate following the announcement of the name change to "Cheer Cheese" highlighted the offensive nature of the previous name, with some Indigenous Australians facing racist rhetoric and being told to “get over it". The name change was a response to increasing calls for brands to move away from racist connotations and create a culture of acceptance, inclusion, and respect.
The new name, "Cheer Cheese", was chosen to emphasise happiness and joy, and to distance the product from its previous offensive associations. The decision to change the name reflected the company's commitment to treating people with respect and without discrimination, aligning with evolving societal attitudes and perspectives.
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The name change was due to pressure from Black Lives Matter protests
The name change of Coon Cheese to Cheer Cheese was due to pressure from Black Lives Matter protests. The cheese, which was originally named after American Edward William Coon, who patented a cheese-making process known as 'Cooning' in 1926, had long been associated with a racial slur. Despite this, previous manufacturers Kraft Foods and Dairy Farmers defended the name, claiming it was not used as a derogatory term in Australia. However, activist Stephen Hagan disputed this claim, arguing that the term was used as a racist slur against Indigenous Australians and other people of colour. In the wake of the 2020 Black Lives Matter protests, Saputo Inc., the owner of the cheese brand, announced that the name would be changed to reflect their commitment to "treating people with respect and without discrimination". The new name, Cheer Cheese, was chosen to convey happiness and joy and to distance the product from its racist past.
The decision to rename Coon Cheese was not without controversy. Some consumers expressed sadness and even outrage at the change, claiming that those offended by the previous name should "get over it". However, for many Indigenous people, the name change was important in removing a painful reminder of racism and creating a safer world for future generations. The name change also prompted a broader discussion about the use of racist stereotypes in branding, with several other Australian companies following suit and rebranding products with offensive names and logos.
One of the most prominent activists campaigning for the name change was Stephen Hagan, who had been challenging the brand owners since the 1990s. Hagan argued that the name Coon Cheese was purely racist and not a tribute to Edward Coon, as the company had claimed. He pointed out that the name Coon was used as a derogatory term for Indigenous Australians and that its use as a brand name was offensive and harmful. Despite facing pushback and criticism, Hagan persisted in his efforts, even taking his campaign to the Australian Human Rights Commission and the Advertising Standards Bureau. In 2021, Hagan began seeking legal damages of A$2.1 million for what he called "21 years of corporations undermining his claims".
The social media debate surrounding the name change of Coon Cheese to Cheer Cheese was heated and often openly racist. Indigenous man Noel Walker, who experienced the racial slur associated with the cheese firsthand, joined the discussion to offer his perspective and shed light on the pain the brand had caused. Walker shared his personal story of encountering the word 'coon' during his first day at a predominantly non-Indigenous high school. He recalled being called the slur by a group of girls, an incident that had a lasting impact on him. By sharing his experience, Walker aimed to turn the racist rhetoric into a positive discussion and create a safer world for future generations.
The name change of Coon Cheese to Cheer Cheese was a direct response to pressure from Black Lives Matter protests and the efforts of activists like Stephen Hagan and Noel Walker. The new name, Cheer, was chosen to convey positivity and inclusivity, marking a shift towards a more accepting and respectful brand identity. While some consumers resisted the change, the broader impact of the name change extended beyond the cheese brand. It sparked a wider conversation about racial stereotypes in branding and led to several other companies following suit, indicating a collective effort to create a culture of acceptance and respect.
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Frequently asked questions
The name Coon Cheese was changed to Cheer Cheese in 2021 after it was deemed offensive and racist to Indigenous Australians.
The cheese was originally named after Edward William Coon, an American who patented a unique ripening process for manufacturing cheese. The name was defended by previous manufacturers Kraft Foods and Dairy Farmers despite campaigns to change it.
The response to the name change has been mixed. While some consumers were saddened by the change, others welcomed it as a step towards building a culture of acceptance, inclusion, and respect.
